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Prior to the introduction of the first, primitive search engine by Yahoo in 1994, we were all fumbling around without a map or an address book. Thankfully, search engines like Yahoo (the first), Google (the 800-pound gorilla) and Inktomi (widely used as a default search engine) now direct us not only to the right site, but the right page within the site assuming the coder has added HTML title tags to each site page.

But here's the thing. SEO is intended to be machine read by spiders that gobble up letter strings looking for repeating sequences to identify the topicality of the site. Then, there are like a million "rules" of SEO, some true, some web lore that makes the rounds like albino alligators living in the sewers of New York. Urban myth. Web myth.

What's Wrong With SEO?
Nothing, per se. It's less dangerous than hemorrhagic fever. But just about as useful. Here's why.

Consider how you use a search engine, regardless of which one (there are over 4,000 SEs web-wide, FYI). You enter the keywords, scan the first and maybe the second SERP (search engine results page) and click on a promising link to further your search. So, what happens if you optimize the livin' daylights out of your in-the-tank site. You do it all.

You even call in a site doctor/SEO whiz to improve your search engine page rank (PR) and through all of your hard work, your site moves up a few million places on Google's SERPs. Hey, good for you. Now your site is listed on page 138 instead of page 1,239,340. A significant improvement, no doubt, but again, when was the last time you drilled down to page 138 of Google's SERPs. Like never. So you're still invisible, at least for certain keywords and organic search results.

Welcome to the Era of Web 2.0
You've probably noticed the changes, especially if you run an online business. Sites are no longer static. They deliver streaming feeds, RSS feeds and a variety of real time content.

Site owners produce podcasts, webcasts and webinars to create a brand, to build an interactive and profitable weekly Q & A and actually generate some revenues from Old Faithful built by their teen-agers back in '02.

Today, visitors are more likely to find your site through links, directories, syndicated and hosted content and fully-integrated marketing channels virtual and digital rather than through organic links produced by search engines.(Does your site's URL appear on invoices? It should.) Integrating various marketing and promotional efforts is a better use of your time than paying some so-called "SEO guru" $5K to marginally improve site performance.

Keep the $5K and use guerilla tactics (all legal) like Facebook, YouTube, MySpace and other social sites to build a larger web persona. Blog other sites and keep your own site blog.

Blog other sites to build connectivity with your site's topicality. Become a good member of your web community and forget SEO. It ain't 100% dead yet but it's sure enough circling the drain.

Learn more about this author, Paul Lalley.
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